King Pele Hands His Crown to BYD King's New Electric Sedan

The King of Football returns to the screen in the launch film for the new BYD King from We.

BYD, the greentech global leader in electric and electrified cars, brings to Brazil its new best-selling plug-in sedan in the world: the BYD King. And to communicate the company's new model, the launch was transformed into a tribute to the athlete of the century and greatest football player of all time, King Pelé.

With the concept 'The New King of Streets', the film makes an exciting parallel between the launch of BYD and the journey of King Pelé, showing that many new kings have emerged throughout the history of humanity. But only some of them are crowned by the people and capable of changing traditions, crowning a new way of doing everything. After all, it's not the name that makes the car a king, but all the titles it has.

The film is the first commercial where the Brazilian player appears after his death. The campaign also includes print ads, OOH, digital campaign, radio and special merch actions.